Hind Lever Set To Roll Out Chapatis

The Rs 11,000 crore fast moving consumer goods major, Hindustan Lever (HLL), is all set to enter the ready-to-eat foods category with the launch of chapatis. The product will be available under the Annapurna brand name.

The ready-made chapatis will be initially launched in Mumbai. The product will be sold through the Modern bread outlets. Depending on the response to the product, the company plans to extend it to other markets as well.

"Eventually the company will introduce more ready-to-eat products," said Gunender Kapur, executive director (foods), HLL. The company is already exploring categories other than salt and atta to extend the Annapurna brand.

Meanwhile, HLL has launched the Annapurna salt with a new technique which encapsulates iodine in a way that it remains protected. The technique, according to the company, is the first of its kind in the world.

Kapur says the iodine content is generally lost during transportation and cooking. However, the new technique devised by Hindustan Lever Research Center will prevent the loss of iodine.

The company is also making the customers aware through mass media and other below-the-line channels. HLL will soon run a school contact programme especially in small towns and rural markets to educate the customers about the benefits of iodine.

The Annapurna salt has also been launched in smaller pack sizes of 200 gm priced at Rs 1.25 paise. The company claims to have a market share of 17 per cent in the salt category.

The total market for salt is estimated to be around Rs 20,000 crore with 25 per cent being enjoyed by branded players such as Annapurna, Tata Salt, etc.